EXCLUSIVE: LA’s J Creative Entertainment is expanding into content production, launching a production arm that will develop Asian American and Pacific Islander (AAPI) and Filipino stories for global audiences.

J Creative Entertainment started as a multi-media agency producing marketing campaigns and was founded in 2019 by Filipino-American entertainment executives JP Mallo and Justyn Reyes. It will now push into original content based around AAPI and Filipino stories.

The Grammy and Oscar winner herself raved about the 24K crème brûlée cake, ube kalamay (rice cake), and polvoron (Filipino-style shortbread). “Oh, thank you! My favorites!” she gushed, and insisted everyone try them. There was much admiration throughout the crowd, appreciating the labor of love from the person behind all these delicious treats: Chef Justyn Mallo Reyes.

This wasn’t the first time Hollywood complimented Reyes over his sweet creations. His list of celebrity clients include The Weeknd, Lizzo, Nicole Kidman, and TV producer and film director James Hong. “As I expand my brand, I want to introduce Filipino cuisine to people who may have never had a chance to experience our culinary culture.“

JP Mallo, a seasoned professional known for his remarkable work in entertainment marketing, embarks on a new venture with the launch of a production arm of J Creative Entertainment. This new production arm is set to craft original content with a focus on Asian American and Pacific Islander (AAPI) and Filipino stories. With a profound understanding of the nuances of representation, JP Mallo is poised to reshape the narrative around AAPI experiences in Hollywood and beyond.

As the Vice President of Marketing for Max Originals, JP Mallo is at the helm of consumer marketing, orchestrating campaigns for a diverse slate of original content, from gripping dramas to insightful documentaries.

Chef Justyn Mallo-Reyes of Justyn Cafe prepared a Filipino dessert spread that included artisan ensaymada, ube pandesal with melted cheese, as well many of H.E.R.’s favorite Filipino snacks like polvoron and suman.

“J Creative Entertainment: Open for Business.” This concise caption heralds the launch of a dedicated production arm aimed at championing Asian American and Pacific Islander (AAPI) as well as Filipino stories.

Established in 2019 by JP Mallo and Justyn Reyes, J Creative Entertainment initially carves out its niche in marketing.